WILD DOSE’S JUST-LIKE-YOU BRAND STORY

We love a brand story that's rooted in a personal journey. And this one from Wild Dose ticked all of the boxes and felt really genuine. Love it.

Look, is this copy technically perfect? Not really. It's a bit clunky in places. And a few of the sentences take a second glance to read. And there's no real hook to pull you through. But (whisper it) who cares? We're as allergic to typos and bad grammar as any copywriter. But you know what we're more allergic to? Beige, forgettable copy that is just there to fill space. And this copy is far from that. It's got specific details. It's written in the first person. It has bags of personality. And, in fact, a lot of that personality comes from it being a bit rough around the edges. Because if this was perfect, it'd feel like marketing. This slightly rough bit of copy feels like it was written by the founder and untouched by marketing. And that feels far more authentic. (Which is smart, because once you believe the founder really had the problem, you're much more likely to believe the product solves it. The authenticity of the story becomes evidence for the product.) But we're not saying not to give a shit about your copy. Not at all. However, what we're saying is that there can be this pressure (especially with AI making it worse) to sand the edges off your writing. To shoot for professional and neat rather than messy and real. To cut the bits that connect with people and scream authenticity in the name of making it feel slick and pro. Resist that temptation. Messy, slightly typo-filled copy that feels real and authentic and like it was written by a real person will always beat safe, slick, well-written copy with no real personality every day of the week.